Being Effective 101
As a writer, I’m reminded daily to keep my material on topic and punchy. The same principles apply to on hold productions.
Whether they’re current clients or prospects, the people who you place on hold are a captive audience – so you have their complete attention. A good message will compel callers to act, so here are a few points to consider when providing copy information.
Your message should be current. If you have a whole line of brand new products, avoid the temptation to list them off. This bores callers and takes the attention away from the benefits - choose two or three of the best or newest products and push them!
Good messages are time-bound, forcing the caller to act or risk missing out. This means focussing on events or promotions. Deadlines give callers incentive to act quickly in order to take advantage of your special offer or attend your event.
Benefits are also at the core of every good message. After all, a focus on benefits is a focus on clients. Keep away from lists and pick powerful points to promote. Steer clear of lingo and jargon; make it simple and in plain English. Once you’ve done so, provide any contact details (such as an email or website) so customers may easily enquire through more than one medium.
Finally, as tempting as it might be, avoid promoting your company’s years of experience, fantastic team or your second-to-none customer service - it offers nothing for your callers to act on. This information simply moves the spotlight from your clients to you. Save your Messages On Hold for tight, meaningful messages callers can act on.
Remember, when you’re considering your on hold message material make sure your content is current and includes information that a caller can act on. If possible, promote timed events or promotions to encourage quick action. Finally always focus on the caller.
- Magnus Newman
Facebook